The Antecedent Of Customer Trust In B2C E-Commerce

Based on literature review about antecedents of customer trust, the author proposes a causal model of customers' trust and behavioral intention of a book web site and tests the model in an empirical study to those who have registered at the local online bookstore. The results of factor analysis and multiple linear regression analysis indicate that: (1) Perceived website reputation, perceived web risk and perceived website quality have significant effects on customer trust on the online bookstore, while perceived web risk have negative effects on it. (2) Perceived website reputation shows the heaviest influence on customers' trust of the online bookstore, and the following are perceived website risk and perceived website quality in turn. (3) The customers trust has a strong impact on customers' behavioral mtention.